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Shopee, Farm Fresh, and Touch 'N Go eWallet are among those with the strongest overall brand health in the nation.
A recent set of brand health rankings offers a snapshot of how consumers in Malaysia view the country’s most established and frequently used brands.
YouGov's Best Brand Rankings 2026, measure performance across factors such as impression, quality, value, satisfaction, recommendation, and reputation to identify which names resonate most consistently with the public.
Shopee takes the top spot with an index score of 68.0, underlining its position as a platform for everyday purchases. Its performance points less to scale alone and more to how Shopee has embedded itself into everyday shopping behaviour in Malaysia.
WhatsApp (59.6) and Farm Fresh (50.4) follow, reflecting strength of brands that are used frequently and play a role in consumers’ everyday lives.
Top 10 best brands in Malaysia
Across the top 10, the list spans e-commerce, internet services, food and beverage, financial services, travel, and automotive sectors, highlighting the breadth of consumer engagement across both digital and physical touchpoints.
Top 10 most improved brands in Malaysia
While the top rankings reflect long-term brand strength, a separate list of most improved brands highlights where perception is shifting most quickly.
KFC records the largest year-on-year gain, rising 12.8 points, followed by McDonald’s (+10.8). Packaged foods and quick service restaurants show strong gains, with brands such as Maggi, Milo, Pizza Hut, and Burger King also posting notable increases.
Digital platforms and automotive brands feature among the fastest climbers as well, including Threads, Proton, and Perodua, indicating momentum across both established and emerging categories.
Top and most improved brands by market
The top 10 brands across the following markets have been based on average impression, quality, value, reputation, satisfaction and recommend scores for the last 12 months.
The top 10 most-improved brands across these same markets have been based on year-on-year increase to index scores.
Top 10 best brands in Singapore
Top 10 most improved brands in Singapore
Top 10 best brands in Indonesia
Top 10 most improved brands in Indonesia
Top 10 best brands in Australia
Top 10 most improved brands in Australia
The top global brands of 2026 are as follows:
Methodology
Based on over 6mn consumer surveys in 28 markets, rankings were based on brands’ Index scores between 1 January 2025 and 31 December 2025, and covered six metrics of brand health.
READ MORE: Asian markets with the highest and lowest minimum wages in 2026
Lead image / YouGov
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